Special K - Learning How to Struggle into your red dress

Special K needed to attract more women to meet its business objectives but its communication had hit a ceiling in relevance and affinity.

Special K – Learning how to struggle into your red dress

JWT

SUMMARY

As planners we wrestle almost daily with the question: 'what do our consumers think about our brand?'

This is a paper that poses a more fundamental question.

Special K needed to attract more women to meet its business objectives but its communication had hit a ceiling in relevance and affinity. It became clear that many women did not identify with the perfection represented by Special K.

Through the relationship we'd built up with Overeaters Anonymous, Planning set out on a quest to understand how we could rectify...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands